MARKETING & MEDIA

ROISIN HENNERTY MANAGING DIRECTOR, ORNUA FOODS

With sales in excess of €2bn, Ornua is Ireland’s largest exporter of dairy products and owner of brands such as Kerrygold, Dubliner and Pilgrims Choice. Roisin Hennerty, managing director of its Ornua Foods division — who is also responsible for global marketing — talks to John McGee about the challenges she faces.

Describe your role with the company

As managing director of Ornua Global Foods division, I work with crossfunctional teams, across our markets, to strategise and grow our portfolio of brands. This portfolio includes our greatest asset; the iconic Kerrygold brand. It is our responsibility to develop marketing strategies which provide a basis on which our brands can grow. As custodians of such brands, we understand the importance of a brand purpose and developing our marketing strategies to sustain relevance.

What marketing challenges do you face?

While we pride ourselves on the global presence we have built for Irish dairy, we do face challenges.

For Kerrygold, the brand positioning and the platform upon which our messaging is built pivots on Germany, the US and UK and of course Ireland. Our brand portfolio is also focused on many developing markets where our team needs to consider the cultural and regional differences which inform our market strategies.

More than ever, consumers script the rules of engagement and dictate how brands should interact with them. We monitor the evolution of attitudes and behaviours surrounding Kerrygold and Irish dairy, and the arena in which these interactions take place. This helps us to maintain meaning and relevance, ensuring we meet consumers needs.

How do you manage these challenges?

As the brand grows, competitive pressure increases in-market. As such, a consumer-led brand strategy is integral to our activity. It’s our job to tell the story of Kerrygold, in a creative and engaging way, to help protect and maintain our premium brand position.

In the coming weeks we will be launching a digital campaign in Ireland, Germany, the UK and the USA that shares one platform across all markets. It highlights the superior quality and taste of our products while meeting consumers where they live and play in the digital environment. It’s a perfect example of how a strong and authentic message and brand purpose can traverse cultural nuances.

What are the key trends in the market?

There have been seismic changes in food trends in recent years and many are connected to consumer demand for natural, sustainably produced products. Consumers demand transparency, particularly when it comes to the food they eat and feed to their families.

Given the interest in foods rooted in honest origins and simple traditions, Kerrygold is presented with a remarkable opportunity — we have a unique story and we will work hard to make sure it resonates.